Barley House Group. Case Studies.
Marketing Campaign
Barley House Group’s Prosecc-Ho-Ho-Ho Campaign
Background
The Challenge
Barley House Group (BHG) is a leading
Market research identified that our clients
communications agency housing five
were not aware of the full range of services
areas of expertise: marketing, creative,
we offer. As a result they would often come
digital, print and display. Located in Cuffley,
to us for one service e.g. print and work
BHG is a family-run business with over 50
with another agency for their marketing. We
years of experience supporting SMEs and
wanted to change this through educating
Independent Schools in London and the
our clients and prospects on the full range
Home Counties.
of services that we offer.
The Solution The Prosecc-Ho-Ho-Ho campaign! Central
Three winners were announced on 24th
to the campaign was a quiz consisting of
November, so the advent calendars
five questions - one on each area of our
could be delivered in time for the festive
expertise. The answers could be found
countdown. Being as we were feeling festive
and submitted on the BHG website, for the
we offered all entrants who didn’t win a
chance to be entered into a prize draw and
free marketing consultation, and, of course,
win one of three prosecco advent calendars.
a bottle of prosecco! This give our sales
Through offering our target audience the
team a great reason to touch base with
chance to win a prosecco advent calendar
their clients and prospects and spread the
we provided a clear value to find out more
festive cheer.
about BHG.
We also run an internal campaign for the
The integrated campaign was launched in
BHG team! We couldn’t resist getting a
November and run for three weeks across
prosecco advent calendar for the BHG
a variety of channels including social media,
office – staff entered their name into a giant
email and PR. We chose to create a quiz
prosecco glass and a winner was selected
and competition to make the campaign fun,
daily on the countdown to Christmas.
in fitting with the festive spirit. This was reinforced through the prize of a prosecco advent calendar.
Barley House Group’s Prosecc-Ho-Ho-Ho Campaign
Results The campaign was a huge success – 125 people entered the competition via a range of channels and we received lots of positive feedback. We also generated a buzz on social media – the campaign delivered over 20,000 organic impressions and 380 engagements across LinkedIn, Facebook, Twitter and Instagram. We also secured four pieces of press coverage in three publications read by our target audience: • Hertfordshire Chamber of Commerce Inspire Magazine (circulation = 2000, monthly readership = 12,500). • Hertfordshire Mercury (circulation = 12,746, monthly readership = 40,714). • Independent Schools Association (ISA) monthly newsletter (distributed to approximately 440 members).
Marketing Campaign
“I’m really pleased that so many people entered and to have received such positive feedback on the competition. We wanted to create a campaign that was fun, engaging and lighthearted – something we all want on the build up to Christmas!” Danielle Burridge, Marketing Manager at Barley House Group.
Website
Social Media
18
4
4
Email Signature
25
74 Email
125 competition entries
Word of mouth
I loved Barley House Group’s Prosecc-Ho-Ho-Ho competition! I’m a huge fan of Christmas and prosecco so I was ecstatic to win the prosecco advent calendar. A big thank you to the Barley House team, the prosecco advent calendar definitely injected a daily dose of fun in the office throughout December! Charlotte Nicholson at HB Accountants, one of our competition winners.
Social Media Activity
20,000 organic impressions
380 engagements
Barley House Group’s Prosecc-Ho-Ho-Ho Campaign
Press and media activity Four pieces of press coverage in three publications: Hertfordshire Chamber of Commerce Inspire Magazine (circulation = 2000, monthly readership = 12,500). Hertfordshire Mercury (circulation = 12,746, monthly readership = 40,714). Independent Schools Association (ISA) monthly newsletter (distributed to approximately 440 members).
Hertfordshire Chamber of Commerce Inspire Ma gazine, November – Dec ember 2017 edition.
Hertfordshire Chamber of Commerce In spire Magaz ine, January – Fe bruary 2018 ed ition
.
18. January, 20 ness, 25th si u B ry cu ire Mer ertfordsh H
T: 01707 876 555
E: hello@
W: barleyhousegroup.co.uk
A: Barley House, Sopers Road, Cuffley, Herts. EN6 4RY